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The Hershey Company Updates its Corporate Brand And Unveils a New Company Logo

Broad makeover of the confectionery leader’s corporate branding
includes a new global visual identity that supports its global growth
vision

HERSHEY, Pa.--(BUSINESS WIRE)--Aug. 29, 2014--
One hundred twentyyears ago, people across America fell in love
with the name “Hershey’s” stamped on a chocolate bar. Today, The Hershey
Company – known for its iconic Hershey’s Milk Chocolate bars and
more than 80 other confectionery brands around the world – is unveiling
a refreshed corporate brand that builds on the company’s powerful legacy
and creates a new, modern look and feel that positions the company for
the next 100 years.

The Hershey Company Visual Identity System (Photo: Business Wire)

A key element of the broad corporate brand makeover is a fresh, new
company logo. The logo redesign underscores the company’s evolution from
a predominately U.S. chocolate maker to a global confection and snack
company. The new branding will impact all visual aspects of how The
Hershey Company presents itself, from consumer communications to
websites to the interior design of its office spaces and the look of its
retail stores. While rooted in a rich heritage, the new corporate brand
reflects a modern, approachable look that reflects the company’s
openness and transparency as it has grown into a global company.

“Today we are much more than the ‘Great American Chocolate Bar,’” said
Mike Wege, Senior Vice President and Chief Growth and Marketing Officer
at Hershey. “We have an amazing portfolio of iconic brands in
confectionery and snacking, a great workplace filled with remarkable
people and a longstanding commitment to giving back to our communities.
Our updated company brand and refreshed visual identity is an expression
of our progression to a modern, innovative company that positively
impacts our local communities as we continue to grow globally.”

The new corporate brand supports and reaffirms the purpose, values and
culture that have been the foundation of Hershey since 1894. The Hershey
Company’s brand promise – Bringing Goodness to the World – is a
commitment that is deeply rooted in the company’s heritage and
fundamental to the company’s current and future success. This promise is
delivered by Hershey’s iconic brand portfolio, its remarkable people and
the longstanding programs to help support children in need, a commitment
that spans more than a century tracing back to when company founder
Milton Hershey founded the Milton Hershey School for disadvantaged
children in 1909. The company’s work helping kids in need continues,
including support of cocoa-growing communities worldwide and innovative
projects in Ghana that provide nutrition and education to malnourished
children.

The new corporate logo - built upon the globally recognized HERSHEY
logotype used on its famous Hershey’s chocolate bar - is a modern
update that features a new interpretation of the iconic shape of its
Kisses brand chocolate. Along with the new logo, Hershey is implementing
a new, disciplined visual identity system that is inspired by the famous
colors of its most iconic brands, including Hershey’s, Reese’s
and Ice Breakers, to bring a more colorful and consistent look to
all of the company’s visual materials.

From the beginning, Milton Hershey was focused on bringing goodness to
the world through making chocolate affordable and accessible to
everyone. He did this by building a progressive company committed to
innovation, constant improvement and philanthropy. Now, more than a
century later, the same values drive Hershey’s more than 13,000
employees around the globe who are operating in a complex and
challenging market. The new corporate branding system and visual
identity are emblematic of their shared purpose of bringing goodness to
the world, and bridge time zones and cultures, honoring the company’s
heritage while staying fresh and current in the marketplace.

About The Hershey Company

The Hershey Company (NYSE: HSY), headquartered in Hershey, Pa., is a
global confectionery leader known for bringing goodness to the world
through its chocolate, sweets, mints and other great-tasting snacks.
Hershey has approximately 13,000 employees around the world who work
every day to deliver delicious, quality products. The company, which has
more than 80 brands around the world that drive over $7.1 billion in
annual revenues, includes such iconic brand names as Hershey's, Reese's,
Hershey's Kisses, Jolly Rancher and Ice Breakers. Hershey is focused on
growing its presence in key international markets while continuing to
build its competitive advantage in North America. Additionally, Hershey
is poised to expand its portfolio into categories beyond confectionery,
finding new ways to bring goodness to people everywhere.

At Hershey, goodness has always been about more than delicious products.
For 120 years, Hershey has been committed to good business by operating
fairly, ethically and sustainably to make a positive impact on society.
This means contributing to a better life for its employees, consumers,
communities, and, ultimately, creating a bright future for children in
need. This commitment is exemplified by Milton Hershey School,
established in 1909 by the company's founder and administered by Hershey
Trust Company. The children who attend the school receive education,
housing, and medical care - thriving as direct beneficiaries of The
Hershey Company's success.

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